Mar 15 2011
Failure to Brand
Brands are everything. They create value in the consumer’s mind, and help promote new products given that the market trusts the brand. Dole, who started out by providing canned fruits, especially pineapple slices, began increasing their product line by including juices and various other fruits such as melons and bananas.
Dole Canned Pineapples
Their main segment was pineapple lovers, but they wanted to expand their target market in order to get non-pineapple eaters to purchase their products. Dole decided to extend their brand to capture new segments by providing frozen fruit bars, fruit ice cream bars, sparkling juices and coolers. Dole wants to their brand to be associated with sunny days and the “Sunshine Lifestyle”, so their brand extension was accepted by consumers.
Juice Galore
Colgate Dinner
Some brands, however, aren’t so successful. Browsing through some other blogs, the biggest flops of all time can be counted down. Funny ones include Colgate Kitchen Entreees, which was not successful due to the fact that consumers do not associate Colgate toothpaste with tasty food.
Bic underwear
Bic, a company that produces many disposable items such as razors, pens and lighters, wanted to use a diversification strategy and created Bic underwear. Customers did not understand how this product related to Bic’s brand, and therefore did not buy this product.